14 May 2009

Citrus Tree fruit juice is in many homes in New Zealand and is also served in many restaurants too, this may change as the branding now seems to have repositioned towards a similar level to Frucor's other brand Just Juice, although they all have been repositioned over the last few years, Fresh Up getting a bigger more annoying make over.

In terms of the logo, there hasn't been anything dramatic in the change and the lack of a good logo image of the old means it is harder to compare.

From a packaging stand point out with the dark greens and banners and in comes bright orange and the cheesiness of a glass of juice in place of the 'i' and an orange on the 'O'.

New Zealand on Air is a government funding agency for television, radio and NZ Music. The logo is most prominentlyseen in New Zealand Music Video's and at the end of funded television programme's. The previous logo desperately needed updating and this change happened late last year. The new logo is nice but nothing really special, a two part swoosh that means little and a gradient of colour from warm to cool. The type, I suppose, looks like inflated balloons and play on the 'air' idea without going over board.

There was no media release at logo change. There were a number of reasons for doing it, including a change in the proportions of screen size and high definition broadcasting. The design was done by a Wellington company called native. See their website at www.nativehome.com